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FRANCE. Lancôme is to reveal a new image this year, to celebrate its 75th birthday. The new advertising campaign, shot by Mario Testino, aims to affirm Lancôme’s fundamental values while giving the brand a new direction.

The Lancôme philosophy remains “to reveal, accompany and elevate women to help them flourish, regardless of age, style or skin colour”. To convey this, Testino has juxtaposed the various brand ambassadors Kate Winslet, Elettra Wiedemann, Inès Sastre and Arlenis Sosa next to a luscious Lancôme rose – the brand’s emblem for the past 75 years.

The new campaign also aims to re-anchor the origins of Lancôme as beauty à la française. All of the brand ambassadors are photographed against French backgrounds (Paris views by day and by night, or Parisian interiors). The brand name Lancôme Paris also features strongly.

In other news, Lancôme has confirmed that Oscar-winning actress Julia Roberts will join its stable of brand ambassadors. It is the first time Roberts has associated her name with a major beauty brand.

“Our objective is simple: make Lancôme the most beautiful brand in the world,” explained Youcef Nabi, President of Lancôme International. “More than ever we want beauty to be at the very centre of the brand and give it even more meaning through new visuals, new concepts and new commitments to the world. Lancôme is and must remain a brand consistently seeking out beauty, sense and resonance.”

She continued: “With this campaign, we wanted to affirm the fundamental values of Lancôme and show optimism and harmony. Nothing shocking, transgressive or authoritative. Nothing dark or sad. Only the beautiful, the kind and the good and a lot of light.”

moodiereport.com/document.php?c_id=33&doc_id=23544[/url]

sorry for the slide watermark im unable to upload via photobucket at work .!

What I love about the new ad is the 90s supermodel feel to it. From the hat to the color, this ad could easily rival a major beauty campaign of that age. And who better to front it than someone with a classically beautiful face like Arlenis.